台灣部分民眾飼養野生鳥類的行為，經常成為國內保育與經營管理者所關注的一項保育議題。然而，有效地經營管理野生動物資源，除基礎資源調查外，人與動物之間的連結關係也是重要關鍵，因此了解民眾對野生動物的價值傾向及態度有其必要性。本研究自2012年12月至2013年3月間，針對台灣民眾以問卷訪查方式，調查野生動物價值傾向、飼養野生鳥類態度、飼養鳥類情況及保育活動參與意願。總計回收456位受訪者問卷，其中飼養野生鳥類共118位、飼養非野生鳥類共235位、無飼養鳥類共103位。57.6%之受訪民眾所飼養的野生鳥類來源是來自鳥店，而飼養原因以聲音優美佔56.8%，以作為陪伴為飼養目的佔51.3%，不同受訪者基本資料間之飼養鳥類情況有顯著性的差異。透過探索性因素分析，受訪民眾之野生動物價值傾向可分析出五個因素(「野生動物教育與體驗」、「反狩獵」、「符號象徵」、「負面嫌惡」、「野生動物使用」)，飼養野生鳥類態度則分析出四個因素(「飼養野生鳥類」、「社會效益」、「溝通效益」、「飼養野生鳥類問題」)。比較不同受訪者基本資料間野生動物價值傾向及飼養野生鳥類態度之差異，其結果達顯著性水準。而野生動物價值傾向對飼養野生鳥類態度之影響，達顯著性水準。除此之外，野生動物價值傾向及飼養野生鳥類態度對飼養野生鳥類行為及保育活動參與意願之影響達顯著性水準，即當受訪者的「野生動物教育與體驗」、「野生動物使用」的價值傾向越強、「飼養野生鳥類」的態度越高、「反狩獵」的價值傾向越弱、「飼養野生鳥類問題」態度越低時，民眾飼養野生鳥類行為的比例就越高。當受訪者之「野生動物教育與體驗」與「符號象徵」價值傾向越強及「社會效益」與「溝通效益」的態度越高時，其保育活動參與意願則越高。本研究結果支持認知階層模型理論，同時可提供相關單位作為經營管理及環境教育規劃之參考。

Some people in Taiwan raise wild birds, which concerns the conservation authorities and managers. In order to achieve an effective management of wildlife resource, besides the basic investigation, knowing the connective relationship between human and animals is also essential. Therefore, understanding people’s wildlife value orientations (WVO) and attitudes toward wild birds are necessary. Through questionnaire method, this study aims to survey WVO, wild-bird raising attitudes, bird-raising situations, and conservation activities intention of people from December, 2012 to March, 2013 in Taiwan. Of all the 456 respondents, 118 raise wild birds, 235 raise non-wild birds, and the other 103 respondents do not raise birds. The main source of wild birds raised as pets comes from bird shops (57.6%). The most common reason for raising wild birds is due to their beautiful voices (56.8%), and the main purpose of raising them is to keep as companion (51.3%). There are significant differences among the various backgrounds of respondents in bird-raising situations. Via factor analysis, five factors are concluded regarding WVO (“Wildlife education and experience”, “Anti-hunting”, “Symbolic”, “Negative repulsion”, and “Wildlife use”), and four factors are concluded regarding wild-birds raising attitudes (“Raising wild birds”, “Social benefits”, “Communication benefits”, and “Problem of raising wild birds” respectively). As for WVO and wild-bird raising attitudes, there are significantly differences among the various backgrounds of respondents. In addition, wild-bird raising attitudes are significantly affected by WVO. Furthermore, the behavior of raising wild birds and the intention of participating conservation activities are also significantly influenced by WVO and wild-bird raising attitudes, which means that the proportion of wild birds raising behavior gets higher when the respondents have stronger “Wildlife education and experience”, “Wildlife use” value orientations, and higher “Raising wild birds” attitudes as well as the respondents have weaker “Anti-hunting” value orientations and lower “Problem of raising wild birds” attitudes. Moreover, the proportion of the intention of participating conservation activities rises when the respondents have stronger “Wildlife education and experience” and “Symbolic” value orientation, higher “Social benefits” and “Communication benefits” attitudes. The findings of this study support the cognitive hierarchy model theory and further can provide guidance in environmental education and management for related institutes.

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